The challenge for aspiring providers of IPTV services is the current high cost of quality video content and high speed and high capacity broadband access. If local consumers are required to pay directly for all or most of IPTV's content and delivery costs, then the take-up and utilisation of such services is likely to be slower and more limited than many have predicted. For there to be more rapid and widespread take-up and usage of services, innovative business models will need to be developed so that such content and distribution costs can be subsidised by, or co-shared with, other parties.